SEO Authority

How Page Authority Is Calculated

Moz calculates Page Authority using machine learning. The model looks at hundreds of signals, but backlinks dominate. The quantity and quality of links pointing to a page are the main inputs.

A page with a stronger link profile can score better even if the overall domain is weaker than a competitor’s domain. This is why PA is page-specific, unlike domain authority, which covers an entire site.

Moz updates its index and scoring model periodically. That means PA can shift over time. Historical scores are not always directly comparable.

• The number of linking root domains pointing to the page.
• The quality of those linking domains, measured by their own authority.
• The relevance of the linking context to the page's topic.

How to Use Page Authority in SEO

PA is best used for relative comparison between pages on the same topic or competing URLs. It is not an absolute measure of quality. Many SEO guides use PA to help prioritize pages for internal linking, sitemap emphasis, and external link acquisition.

You can check PA using Moz Link Explorer or our mozbar entry. The score appears as a number between 1 and 100. A higher number means stronger predicted ranking potential.

PA is most useful as a comparative metric, not as a Google ranking factor. It helps with planning rather than direct ranking diagnosis.

• Prioritise pages for internal linking campaigns.
• Decide which pages to emphasise in XML sitemaps.
• Identify pages that would benefit most from external link building.

Common Misconceptions About Page Authority

Many people treat PA as a Google metric or ranking signal. It is not. Google does not use PA and has said so. Never present it as a ranking factor. You can view PA directly in the moz toolbar.

Another mistake is comparing PA scores across unrelated topics without context. The metric is relative, so a score of 60 on one topic does not mean the same as 60 on another.

Focusing on PA alone and ignoring the actual number and quality of linking root domains is also common. PA is a composite score, but the raw link data often tells a clearer story.

Page Authority vs. Other Authority Metrics

PA is one of several third-party authority metrics. Others include Authority Score from Semrush. Domain Rating Ahrefs from Ahrefs is another example. Each uses its own calculation method and scale.

There is also alexa ranking, which measures traffic estimates rather than link-based authority. And Topical Authority, which focuses on subject-matter expertise rather than page-level link strength.

For deeper context, see moz ranking factors, which explains the broader signals Moz considers.

When Not to Rely on Page Authority

PA should not be used as a substitute for content relevance, search intent, or technical SEO checks. Real rankings can change due to algorithm updates that PA does not capture.

It is also not a direct ranking factor. Google does not publish PA, and the score is a vendor's estimate. Use it as a directional guide, not a definitive measure.

If you need to compare pages on the same site or against direct competitors, PA can help. But always pair it with other data like traffic, click-through rates, and conversion metrics.